The Influence of Sponsor-Event Congruence in Sponsorship of Music Festivals

This paper focuses the research on the Influence of Sponsor-Event Congruence toward Brand Image, Attitudes toward the Brand and Purchase Intention. Having reviewed the literatures and arranged the hypotheses, the data has been gathered by distributing the questionnaire to 155 audiences at the Java Jazz Music Festival, firstly with convenience sampling and then snowballing sampling approach. The analysis of data was executed with Structural Equation Modeling (SEM). The result shows the sponsor-event congruence variable has a positive impact toward brand image and attitudes toward the brand sponsor. Brand Image also has a positive impact toward purchase intention; in contrary attitudes toward the brand do not have a positive purchase intention. With those results, to increase the sponsorship effectiveness, the role of congruency is very significant in the sponsorship event. Congruency is a key influencer to trigger the sponsorship effectiveness. Congruency between the event and the sponsor is able to boost up the brand image and bring out favorable attitudes towards the brand for the success of marketing communication programs, particularly sponsorship. In addition to it, image transfer gets higher due to the congruency existence (fit) between sponsor and event and directs the intention creation to buy sponsor brand product/service (purchase intention). In conclusion, sponsor-event congruence has effect on consumer responds toward sponsorship, either on the cognitive level, affective and also behavior

An empirical assessment of factors affecting the brand-building effectiveness of sponsorship

Purpose: This study assesses, in two different live sponsorship environments, the contribution of sponsorship to consumer-based brand equity. Design/methodology/approach: The study adopts a quantitative survey methodology, employing self-administered questionnaires at two UK sporting events (athletics and cricket). To isolate the impact of sponsorship, questionnaires were also distributed to comparison sample groups not exposed to the sponsorship activities. The elements of consumer-based brand equity are operationalised in line with Aaker‟s (1996) brand equity measurement tool. Findings: Sponsorship can be an appropriate vehicle through which to build consumer-based brand equity; however brand building success is not guaranteed and is subject to a range of factors impacting upon particular sponsorships, including strength of the sponsor-event link, leverage activities and clutter. The most successful sponsorship displayed marked contributions to building brand associations, perceived quality and brand loyalty. However, the presence of sponsorship clutter in particular was found to impact negatively upon the perception of quality transferred to a brand through sponsorship. Research limitations/implications: The use of live event settings limits the ability to tightly control all variables; therefore replication of this study using experimental methodologies is recommended. Nonetheless, findings indicate managers should consider the above mentioned contextual factors when selecting sponsorships in order to maximise sponsorship success. Originality/value: This study explores the contribution of sports sponsorship to consumer-based brand equity in live sponsorship settings, addressing concerns over the generalizability of previous experimental studies. Equally, this study compares the brand equity-building effectiveness of sponsorship for two sponsors, which differ on a range of contextual factors that impact upon sponsorship success

Celebrities in advertising: looking for congruence or for likability?.

Celebrities used as endorsers in advertising are often very popular ones. However, from a cognitive point of view (and more academic one), congruence between brand and celebrity seems to be very important too. Based on affective and cognitive theories to explain endorsement efficiency, congruence between brand and celebrity is shown to be at least as effective as celebrity likability. Moreover the predisposition toward the ad and brand beliefs are mediators of the effects of congruence between brand and celebrity and celebrity likability on ad efficiency.likability; celebrity endorsement; advertisement; congruence; attitude;

Measuring sponsorship effects on consumer purchasing intentions

In this paper the role of sponsorship in achieving the managerial goals of a firm is studied. In addition, it is examined whether sponsorship can be attributed to the Public Relation Theory and Practice. A survey is conducted and a questionnaire was distributed to consumers living in Athens in order to examine whether firms, which use sponsorship as a strategic tool aiming to form relationships with the consumers, actually achieve their goal. The questionnaires which were distributed to the consumers were statistically processed using SPSS. Various aspects which may affect a firm’s managerial decision in undertaking sponsorships are analyzed. The obtained results are also used to investigate whether there is a connection between the organizational goals (related to sponsorship) and consumers’ behavioral/purchasing intentions

An empirical assessment of factors affecting the brand-building effectiveness of sponsorship

Purpose: This study assesses, in two different live sponsorship environments, the contribution of sponsorship to consumer-based brand equity. Design/methodology/approach: The study adopts a quantitative survey methodology, employing self-administered questionnaires at two UK sporting events (athletics and cricket). To isolate the impact of sponsorship, questionnaires were also distributed to comparison sample groups not exposed to the sponsorship activities. The elements of consumer-based brand equity are operationalised in line with Aaker‟s (1996) brand equity measurement tool. Findings: Sponsorship can be an appropriate vehicle through which to build consumer-based brand equity; however brand building success is not guaranteed and is subject to a range of factors impacting upon particular sponsorships, including strength of the sponsor-event link, leverage activities and clutter. The most successful sponsorship displayed marked contributions to building brand associations, perceived quality and brand loyalty. However, the presence of sponsorship clutter in particular was found to impact negatively upon the perception of quality transferred to a brand through sponsorship. Research limitations/implications: The use of live event settings limits the ability to tightly control all variables; therefore replication of this study using experimental methodologies is recommended. Nonetheless, findings indicate managers should consider the above mentioned contextual factors when selecting sponsorships in order to maximise sponsorship success. Originality/value: This study explores the contribution of sports sponsorship to consumer-based brand equity in live sponsorship settings, addressing concerns over the generalizability of previous experimental studies. Equally, this study compares the brand equity-building effectiveness of sponsorship for two sponsors, which differ on a range of contextual factors that impact upon sponsorship success

Sponsorship image and value creation in E-sports

.E-sports games can drive the sports industry forward and sponsorship is the best way to engage consumers of this new sport. The purpose of this study is to examine the effect of sponsorship image and consumer participation in co-creation consumption activities on fans’ sponsorship response (represented by the variables interest, purchase intention and word of mouth) in e-sports. Four antecedent variables build sponsorship image (i.e., ubiquity of sport, sincerity of sponsor, attitude to sponsor and team identification). A quantitative approach is used for the purposes of this study. Some 445 questionnaires were filled in by fans who watch e-sports in Spain; these are analyzed using partial least squares structural equation modeling (PLS-SEM). The outcomes show that sponsor antecedents are crucial factors if a sponsor wants to change their sponsorship image and influence sponsorship response, and that it is also possible to use participation to improve responsesS

Consumer Attitudes Toward Corporate Sponsorship, Brand Image and Purchase Intentions in Taiwanese Baseball Fans

Corporate sponsorship expenditures in sports and other events is one of the fastest growing forms of marketing communications, which has grown at a faster pace than traditional media advertising and sales promotion. However, there has not been a great deal of research in this area. In Taiwan, sponsorship has not been forthcoming as a major marketing communication tool and further has not gained much attention for academic research. This research is an investigation of event attendees\u27 response to sponsorship marketing and the sponsor\u27s brand image as well as the purchase intention by participants at an athletic event in Tainan, Taiwan. A sample of 235 baseball audience respondents in Tainan Taiwan completed a questionnaire. Upon exiting an athletic event, that was sponsored by a major food company in Taiwan. Results of hypothesis testing indicated that event attendees\u27 attitude toward the sponsor had a significant impact on the sponsor\u27s brand image. Additionally, sponsor-event fit was found to have a similar impact on sponsor\u27s brand image. Event attendees\u27 attitude toward the sponsor and their perceptions of sponsor-event fit were found to have a significant impact on their purchase intention. Finally, the effect of the sponsor\u27s brand image had a major impact with regard to respondents purchase intention. Findings from this study support prior sponsorship studies, that found consumers\u27 attitude toward the sponsor, sponsor-event congruence and sponsor\u27s image were key factors in generating a favorable response from attendees due to the fact that the athletic event was a sponsored event. Additionally, a model of consumer responses to sponsorship was developed for the purpose of this study

Investigating brand image transfer in sport sponsorship of a participation sport event in Singapore

The interest from corporate sponsors in participation sport events in Singapore has increased. This study explores the applicability of the model for brand image transfer (Martensen et al., 2007) in a local participation sport event as to whether sponsor-event congruence, event emotions and attitude still work as driving variables for brand image transfer. The data were collected from 224 event participants (aged from 16 to 40) at Surf n Sweat which was Singapore’s biggest beach running event. The questionnaire consisted of the items measuring sponsor-event congruence, event emotions, attitude towards the event, attitude towards the sponsor, and purchase intention. A structural equation modeling supports an adequate overall and internal fit of the model to the data. The path analysis shows that sponsor-event congruence significantly influenced positive event emotions (β = .31), positive event emotions significantly influenced attitude towards the event (β = .73), event attitude significantly influenced attitude towards the sponsor (β = .33), and sponsor attitude significantly influenced purchase intention (β = .82). However negative event emotion did not mediate the relationship between sponsor-event congruence and event attitude. The findings provide empirical evidence of consumer behaviour in brand image transfer, thereby benefiting corporate sponsors looking to explore event sponsorship for their brand marketing in Singapore